The ASA have published new standards to protect children and young people from irresponsible gambling ads.

This follows a review of the evidence on advertising’s impact on under-18s and rulings by the Advertising Standards Authority. The last review was carried out in 2014.

The evidence suggests that exposure to gambling ads that comply with the UK’s Advertising Codes is, of itself, unlikely to harm under-18s. Targeted restrictions are still required, however, to address the potential risks associated with irresponsible advertising gambling operators must use all tools available on a social network platform to prevent targeting their ads at under-18s and take particular care to avoid placing their ads on parts of websites of particular appeal to under-18s, such as a football club’s website pages dedicated to younger supporters.

Firms who use influencers to promote their products or brands should ensure that under-18s are not likely to comprise more than 25% of the audience.

The ASA’s rulings have included the banning of three Coral Interactive ads for featuring animated images of a rainbow, a pot of gold and a leprechaun, fish swimming in the ocean and a wizard, found likely to be of particular appeal to children.

A William Hill Vegas ad appearing within the app New MarioKart 8 Trick was banned for not being appropriately targeted away from children.

The gambling website m88.com advertised three games called Fairytale Legends Red Riding Hood, which showed an animated image of a wolf and a pixie, Fairytale Legends Hansel and Gretel, which showed an animated image of a forest, and Fairies Forest, which showed an animated image of a fairy in a forest, all of which were banned for appealing to children.

Director of the Committees of Advertising Practice, Shahriar Coupal, said:“Playing at the margins of regulatory compliance is a gamble at the best of times, but for gambling advertisers it’s particularly ill-advised, especially when the welfare of children is at stake. Our new standards respond to the latest evidence and lessons from ASA rulings, and require that greater care is taken in the placement and content of gambling ads to ensure they are not inadvertently targeted at under 18s.”